The Bottom Line November 2014

For practice owners

Transcript

1. Presented by Paul Green, Vets Practice Growth UK The Bottom Line
2. The business of veterinary is changing What's going well in your practice right now? What's not going so well?
3. The business of veterinary is changing What would you like to achieve with your practice? What's holding you back?
4. Paul Green Vets Practice Growth UK www.vetsmarketing.co.uk
5. Published author of The Game is Changing 2,700 practice owners and manager have a paperback copy Working with 40+ practice owners to help them grow their business Get your paperback copy posted free at www.vetsmarketing.co.uk
6. Chilling parallels with the optical market You wouldn't want to be an optician... Every week on average, 2 independent optical practices close down or flip into franchise
7. Chilling parallels with the optical market Specsavers is the dominant player (Mintel, sales of optical goods) 2010: 23% market share 2013: 34% market share Independents 2010: 41% market share 2013: 28% market share
8. The veterinary business is changing Estimated 3,700 practices in the UK seeing small animals Corporate control • Estimated 20% today • Estimated 50% by 2020 CVS: 264 surgeries IVC: 114 surgeries Pets at Home: 293 surgeries
9. Surviving and thriving in the next decade The success of your practice has little to do with the veterinary care you provide
10. Surviving and thriving in the next decade It's more affected by your business's abilities to: • Market and sell what you do • Differentiate in a noisy marketplace • Understand buyer psychology and how to positively influence people • Communicate more effectively internally and externally • Lead your team • Systematically deliver a consistent experience
11. Surviving and thriving in the next decade The only 3 ways to grow your practice Get more new clients Get your clients to buy from you more often Ethically get your clients to spend more
12. Get more new clients Your challenge You need to be in front of people at exactly the moment they are looking for someone like you
13. Get more new clients Mass marketing is dead Interruption marketing is dead Traditional media is dead
14. Get more new clients 58% of all purchase decisions now begin with a search engine (Yell.com, January 2013)
15. Get more new clients 57m people use the internet in the UK 89% of the population
16. Get more new clients Just over a billion websites online (in 2013 alone, that number grew from 630m to 850m)
17. Get more new clients Google processes 40,000 search queries a second
18. Get more new clients An average of 24,340 searches a month This figure excludes area-specific searches such as “vets Cardiff”... overall, there are an estimated quarter of a million searches a month for a vets practice in the UK
19. Get more new clients We're in the middle of a communication and information revolution
20. Get more new clients In a world where everything is Googled, your digital footprint and website deserve more resources
21. Get more new clients The problem is that people only buy when they are ready to buy
22. Get more new clients A simple, but powerful client acquisition strategy Direct response marketing
23. Follow-up Register their pet Traffic Ethical bribe Auto responder Data capture: Build a unique database of prospects
24. Get more new clients The practices that leverage data in ways such as this will be the ones that see the most robust growth, over the next 10 years
25. Get more new clients Your website is supposed to... Generate new leads Pre-frame and upsell existing clients Position your practice correctly Essential source of information Educate your audience
26. Get more new clients Design and content What does it tell me about the business? How does it make me feel?
27. Get more new clients Your heart makes the choice Your brain justifies it
28. Get more new clients The design and content work together to create a feeling... “This is the one for me”
29. Get more new clients What truly makes you different to all the other practices? How well does your website communicate that? How does your website make pet owners feel?
30. Get more new clients 10 most common website mistakes
31. Get more new clients 1) Not using compelling headlines or content Differentiate Engage Them not you
32. Get more new clients 2) Having the wrong domain name
33. Get more new clients 3) Not being very specific about what you want people to do next
34. Get more new clients 4) Not using data capture + follow-up Or interacting with people
36. Get more new clients Ethical bribes that work Targeted report Competition entry Deal voucher Anything that they perceive is worth giving their information to get
37. Get more new clients 5) Not analysing how people actually use your website
38. Get more new clients Google Analytics Number of unique visitors Where they come from What pages do they land on? (& bounce) What pages do they leave on? Where they go when they leave the site
39. Get more new clients 6) Not split testing
40. Get more new clients 7) Not having a mobile-friendly site
41. Get more new clients 8) Not using video
42. Get more new clients 9) Forgetting that content is King
43. Get more new clients 10) Treating your website like a brochure, rather than something that's alive and needs regular care
44. Get more new clients Website traffic Quality not quantity
45. Get more new clients Where do you find people who will make great clients for your practice? Who makes a great client? Where do they hang out?
46. Get more new clients The top 7 traffic sources
47. Get more new clients 1) Google organic 2) Google AdWords
48. Get more new clients Google My Business Google Reviews Google Plus
49. Get more new clients 3) Offline advertising
50. Get more new clients 4) Co-promotions
51. Get more new clients 5) PR + online PR
52. Get more new clients 6) Social media
53. Get more new clients 7) Charity involvement
54. Ethically increase client spend There are only two reasons anyone buys anything... what are they?
55. Ethically increase client spend
56. Ethically increase client spend Pre-consultation questionnaires Health plan (CVS 111,900 animals, 11% of group revenues) Three tier options
57. Ethically increase client spend Robert Cialdini Influence
58. Ethically increase client spend Weapon of influence 1 Reciprocity Giving someone something for free sets up a psychological need to return the favour
59. Ethically increase client spend We're going to upgrade you to the “Gold” standard Loyalty points Buy 4 for 3 (vaccines) New puppy pack
60. Ethically increase client spend Send them some free information about pet healthcare A month's insurance/health plan Offer them a free nurse check without a fee Offer to open up out of hours for them to have “private” appointment
61. Ethically increase client spend Weapon of influence 2 Commitment + consistency When people commit to something they want to honour it (even if original motivation is removed)
62. Ethically increase client spend Weapon of influence 3 Social proof Most people prefer to do what they see most other people are doing
63. Ethically increase client spend 1) Help the hotel save energy 2) Help save the environment 3) Partner with us to save the environment 4) Help save resources for future generations 5) Join your fellow guests in helping to save the environment (75% particpated last year)
64. Ethically increase client spend Help the hotel save energy 16% Join your fellow guests in helping to save the environment (75% particpated last year) 44%
65. Ethically increase client spend “Clinically, you only need to have your pet checked every 12 months. But many of our clients want enhanced healthcare for their senior animal, and choose to visit every 6 months for a nurse check Shall we get you booked in now?”
66. Ethically increase client spend Testimonials Reviews Photos and videos Best seller lines “This is our most popular option” “Most of the labrador owners we see choose this brand”
67. Ethically increase client spend Weapon of influence 4 Authority People will obey authority figures, even if they are asked to perform objectionable acts
68. Ethically increase client spend Weapon of influence 5 Liking People are more easily persuaded by people they like
69. Ethically increase client spend Great atmosphere Smiley staff who are enjoying themselves and their work Like attracts like Match your staff to your desired audience Good looking people sell more!
70. Ethically increase client spend Weapon of influence 6 Scarcity The perception of scarcity creates demand
71. Ethically increase client spend Limited number of appointments Limited availability of key staff Products that sell out Events that sell out Limited edition offers
72. Thank you